Christmas Ecommerce Becomes Increasingly Mobile in the UK - eMarketer

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Christmas Ecommerce Becomes Increasingly Mobile in the UK

Christmas mcommerce on the up

January 26, 2015

No matter the plight of the economy at any given time, digital shoppers in the UK have always been generous at Christmastime, and 2014 was no exception. According to the Interactive Media in Retail Group (IMRG) and Capgemini, online consumer spending reached £21.6 billion ($35.57 billion) during the eight weeks between November 2 and December 27 last year. This equated to 13% growth in sales from the same period in 2013.

UK Holiday* Mcommerce Sales, 2013 & 2014 (billions of £ and % change)

While the distribution of spend may have been skewed somewhat by the strong performances of Black Friday and Cyber Monday—year-on-year growth for eretail in December was up just 5%, for example—there was no doubting the increasing influence of mobile in the digital Christmas shopping equation. The IMRG/Capgemini data showed that mcommerce sales during the holiday period were up 55% on 2013, to £8.0 billion ($13.17 billion).

This kind of result was always on the cards, especially considering the growing influence of Black Friday and Cyber Monday. According to December 2014 data from IBM, mcommerce sales on those days in 2014 drew tantalizingly close to accounting for half of all ecommerce sales—47% on Black Friday and 43% on Cyber Monday. Mobile is becoming part of the Christmas shopping habit.

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